Anything can be beautiful if you love them. Nature is an endless
discovery. I believe that beauty exists in how each of us defines
it. I am constantly fascinated by the things which are natural in
their raw forms. I create things because I enjoy bridging a part
of myself with the unknown. This brings out the part of me that
I do not know exist, and it is satisfying.
As I see more things in nature that fascinate me, I want to know
more about them, and these experiences have helped me with
solving problems inside and outside of the creative field. I think
seeing is like a journey that is in progress, and it never ends.
You donâ&#x20AC;&#x2122;t know what you will see next, but you will always learn
something from your experience. It is one of my passions to be
able to create something with my visual memory.

visual form

page 002

minh pham

01 02 03 04 05 06 07 08 09

project fossil

01

Most of us walk through our days not even paying
attention to our surroundings. We can make our own
decisions to see the beauty we miss around us.

section PACKAGING

page 003

visual form

minh pham

01/
Men spend less time caring for their skin. They are
spending most of their time in outdoor activities and
hazardous work conditions that damage their skin.

stern/

page 004

01 02 03 04 05 06 07 08 09

project fossil

objective

The goal was to choose an existing brand and create a new line
of products while keeping its logo original. Fossil is a very wellknown brand for its vintage-inspired designs. It is very popular
among women for accesory items that include watches, jewelry
and handbags. I wanted to introduce a new line of products that
would attract a new group of people, Fossil skincare for men.

solution

Fossilâ&#x20AC;&#x2122;s vintage styles have inspired me to use colors and variety
of textures in my design to communicate antiquity that relates
to time. The design would also have to emphasize masculinity. I
chose dark and rustic colors to create a sense of antiquity and
these colors also bring strength and sturdiness to the design
that evoke masculinity. I decided to include variety of weathered
wood textures in this design because they remind me of things
that has aged over time. Wood gives us a sense of solidity and
masculinity. My vision was to help men stay in-touch with their
masculinitiy when using Fossil products.

project

FOSSIL

class

Pack aging 2

instructor

CHRISTINE GEORGE

audience

URBAN MEN

typeface

ROCKWELL

adjectives

CLASSY, GROUNDED

section PACKAGING

page 005

visual form

page 006

minh pham

project fossil

section PACKAGING

01 02 03 04 05 06 07 08 09

page 007

visual form

page 008

minh pham

project fossil

section PACKAGING

01 02 03 04 05 06 07 08 09

page 009

visual form

page 010

minh pham

project fossil

section PACKAGING

01 02 03 04 05 06 07 08 09

page 011

visual form

page 012

minh pham

project fossil

section PACKAGING

01 02 03 04 05 06 07 08 09

page 013

visual form

page 014

minh pham

project fossil

section PACKAGING

01 02 03 04 05 06 07 08 09

page 015

visual form

page 016

minh pham

01 02 03 04 05 06 07 08 09

project sweet treats

02

We cannot observe everything closely, therefore we
must discriminate and try to select the significant.
The power of observing can be developed by training
the habit of watching things with an active mind.

section PACKAGING

page 017

visual form

minh pham

02/

Studies show that cocoa is actually good for us. It is
rich in antioxidants, vitamins, minerals, and a lot of
nutrients. This is a great reason to love candy.

tooth/

page 018

01 02 03 04 05 06 07 08 09

project SWEET TREATS

objective

To create a new brand along with vareity of products to expand
its marketplace at affordable price in many locations. The goal
was to see how a brand would succeed in sales among its other
competitors. I wanted to focus on a candy brand for kids.

solution

My vision behind creating Sweet Treats brand was to focus on
kids loving to eat candies, and each character from the brand
represents a kid of different personality. I wanted this brand
to be high quality, whimsical, fun, memorable and orginal that
appeal to kids who are curious to try something new and keep
coming back for more.

The things noticed will only become significant if the
minds of the observers consciously or unconsciously
relate them to either some relevant knowledge or
past experience. Our minds is sensitive to changes.

section PACKAGING

page 035

visual form

minh pham

03/

Everyone is looking for the right skincare products
that are most suitable for them. Since kidsâ&#x20AC;&#x2122; skins are
more sensitive, it is important to use good products
that donâ&#x20AC;&#x2122;t harm their skin type.

kids/

page 036

01 02 03 04 05 06 07 08 09

project Saucony

objective

To introduce a skincare line that benefits consumers. The main
goal was to enhance a brand’s image and increase its sales in
the market place by giving it a new direction. Saucony brand is
dynamic, colorful, and full of life; therefore, I chose to create a
line of fun and memorable Saucony products that would appeal
to kids because kids are full of life, especially when they are
outside playing under the sun.

solution

My concept behind creating Saucony skincare line emphasizes
on two parts, function and attractiveness. Parents are always
searching for the right skincare products that are most suitable
for their kids; therefore, I wanted to create a Saucony skincare
line that would target different skin types for kids. I envision
this line of products will become useful items in kids’ daily lives
that benefits their skins, and they will also attract kids as a toy.
The design would attract many kids by using bold colors and
giving each product of this skincare line a different character so
that kids would want to use it again and again. Saucony would
become their favorite skincare products as they know they can
depend on these characters when they need protection from
the changing weather .

project

SAUCONY

class

Pack aging 3

instructor

THOMAS MCNULTY

audience

KIDS, AGE 7 – 16

typeface

CHINO DISPLAY PRO,

HELVETICA

adjectives

LIVELY, FUN

section PACKAGING

page 037

visual form

page 038

minh pham

project Saucony

section PACKAGING

01 02 03 04 05 06 07 08 09

page 039

visual form

page 040

minh pham

project Saucony

section PACKAGING

01 02 03 04 05 06 07 08 09

page 041

visual form

page 044

minh pham

project Saucony

section PACKAGING

01 02 03 04 05 06 07 08 09

page 045

visual form

page 046

minh pham

01 02 03 04 05 06 07 08 09

project EXCESS

04

It is important to observe the things around us.
Sometimes you can find beauty in the imperfection.
Keen observation is what transmutes information
into knowledge and it broadens our imagination.

section typography

page 047

visual form

minh pham

04/

We see everything fragmentarily. We are trained from
childhood to look, to observe, to learn, to live in a
fragment. We can never look at anything completely
because our eyes can only view few things at once.

data/

page 048

01 02 03 04 05 06 07 08 09

project EXCESS

objective

To introduce a special conference for a certain group of people.
The project was to create a book and applications for a specific
conference that introduces specific people to new informative
topics. We are living in a world of complexity that is constantly
evolving, by teaching people about topics that they can learn
from or things that they have never heard of, they would have a
better knowledge of their surroundings and apply them to their
daily life and for their future.

solution

My vision for the conference was to research on how people live
everyday and identify one of the components of our daily lives
that causes stress. In the modern society where our minds get
bombarded with new information every seconds, and this could
cause our stress level to increase. When we open our email, the
characters we see become words, words become paragraphs
running across our computer screens bombarding our eyes. In
applying this concept, my idea emphasized on breaking shapes
apart to create a sense of chaos of information overload. In my
other book, I created unity and harmony to simplify everything.
My main goal was to create complex simplicity.

The Internet holds a wealth of information
on virtually any topic one could
think of. With a simple search, you can gain
access to knowledge about almost
any subject out there. In fact, you can often
get so much information
returned that it’s a little intimidating even
knowing where to start. common
as ever-growing amounts of informatio
go online. At its worst, information
overload can be paralyzing. Too much
information can leave us feeling
overwhelmed and unable to make
decisions. It can leave us more confused.

Observation begins with immersing ourselves in the
textures and tones of life. It suggests action in that it
promotes feeling, thinking and responding toward
something that has deep meaning.

section GRAPHIC DESIGN

page 065

visual form

minh pham

05/

It is important to have programs that give kids from
low-income areas a chance to experience the fun at a
museum and cultural events. This would help build
their confidence and motivate them to learn.

trip/

page 066

01 02 03 04 05 06 07 08 09

project STEP UP

objective

To create an event that helps low-income families. I wanted to
focus on helping kids get a better education. A healthy society is
one in which all kids have the ability to achieve their intellectual
and economic potential. It is important for kids to get a proper
education so that they can grow to become good people and able
to become financially stable to live a happy and healhty lifestyle.

solution

My event is based on the idea of giving kids a chance to visit the
arts, music, and culture. I thought about a ticket as a pass to let
them go on field trips and have fun. Itâ&#x20AC;&#x2122;s a good opportunity for
them to learn and explore something new. When they get to see
and learn new things, they are likely to know what they like
and want out of life. It is a ticket of opportunity to step up in life
and experience better.

project

STEP UP

class

GRAPHIC DESIGN 2

instructor

LAURA MILTON

audience

LOW-INCOME KIDS

typeface

BEMBO

adjectives

EDUCATIONAL, JOLLY

section GRAPHIC DESIGN

page 067

visual form

page 068

minh pham

project STEP UP

section GRAPHIC DESIGN

01 02 03 04 05 06 07 08 09

page 069

visual form

page 070

minh pham

project STEP UP

section GRAPHIC DESIGN

01 02 03 04 05 06 07 08 09

page 071

visual form

page 072

minh pham

project STEP UP

section GRAPHIC DESIGN

01 02 03 04 05 06 07 08 09

page 073

visual form

page 074

minh pham

project STEP UP

section GRAPHIC DESIGN

01 02 03 04 05 06 07 08 09

page 075

visual form

page 076

minh pham

project STEP UP

section GRAPHIC DESIGN

01 02 03 04 05 06 07 08 09

page 077

visual form

page 078

minh pham

project STEP UP

section GRAPHIC DESIGN

01 02 03 04 05 06 07 08 09

page 079

visual form

page 080

minh pham

project STEP UP

section GRAPHIC DESIGN

01 02 03 04 05 06 07 08 09

page 081

visual form

page 082

minh pham

01 02 03 04 05 06 07 08 09

project THE PAPER

06

The world offers endless possibilities for noticing and
the more we notice, the more we will find to notice
and learn from.

section print

page 083

visual form

minh pham

06/

Greeting cards are a way of treasuring precious
memories and are sentimental. They are for the ones
who have hard time expressing themselves in person.

craft/

page 084

01 02 03 04 05 06 07 08 09

project THE PAPER

objective

To create a brochure with one set of three posters that introduce
and promote a companyâ&#x20AC;&#x2122;s products. My goal was to focus on one
company that make cards since it has a lot of beautiful cards that
not a lot of people know about.

solution

My vision behind the design of this brochure was to look at the
process of how to make a card. The process of cutting the paper,
finding the right color, and searching for the necessary tools is
important when creating a greeting card. I believe that when we
share unspoken words in writing with the people we love or a
stranger, we share the closeness with that specific person, and it
is very memorable and have either small or big impact in their
daily lives. I chose to use variety of paper, tools and dots of many
colors to define the process of making hand-made cards.

Finding paper is fun to experiment because there are
so many different types of paper out there. They can be from
paper that comes in variety of texture, designs, colors,
and weight. We have a place where we keep all of our paper.
The ones that we like to use are both vibrant with colors
and have some kind of texture to them.

section print

page 095

cut

THE
PAPER
visual form

The Old Wesleyan Chapel

47a High Street Sutton on Trent
Nottinghamshire NG23 6QA UK

page 096

www.Rafale.com

minh pham

01 02 03 04 05 06 07 08 09

project THE PAPER

select

decide

THE
T LS

THE
C L R

The Old Wesleyan Chapel2

The Old Wesleyan Chapel

47a High Street Sutton on Trent
Nottinghamshire NG23 6QA UK

47a High Street Sutton on Trent
Nottinghamshire NG23 6QA UK

b

www.Rafale.com

section print

c

u

p

M

I

I

www.Rafale.com

page 097

visual form

page 098

minh pham

01 02 03 04 05 06 07 08 09

project INSIGHT

07

We can make a conscious decision to see the beauty
we miss daily, such as geometry, architecture, colors,
or nature. This experience can help us become better
storytellers, communicators, writers and designers.

section print

page 099

visual form

minh pham

07/

What if you could compare the prices of goods across
the world and then buy the products where they are
the cheapest? The more searches you do, the better
prices you will find on electronic products.

it/

page 100

01 02 03 04 05 06 07 08 09

project INSIGHT

objective

To create a magazine that promote a line of products that exist
in the market. I decided to work with electronics since there are
a lot of consumers purchase these items often. New technologies
are in high demands, so it is important to help people choose
the right products with the best prices in the market.

solution

My idea behind Insight magazine was to look at how lines join
together to create a network of data. I thought about the idea of
lines which can be compared to a network of people. I used the
lines to represent a chip that we see inside a computer. In our
environment, people can be connected through communication,
and this helps us becoming more aware of what is going on in
our fast-moving environment.

project

INSIGHT

class

PRINT 1

instructor

LIAN NG

audience

PUBLIC, AGE 25â&#x20AC;&#x201C;35

typeface

HELVETICA

adjectives

FUTURISTIC, SLEEK

section print

page 101

visual form

page 102

minh pham

project INSIGHT

section print

01 02 03 04 05 06 07 08 09

page 103

visual form

page 104

minh pham

project THE PAPER

section print

01 02 03 04 05 06 07 08 09

page 105

visual form

minh pham

INSIDE ELECTRONIC

DENON
Building a superb-sounding sealed can is no easy
feat but DENON has managed to devise an entire
closed headphone model series that are very wellengineered at every step of the way. The AH-D1001K
model offers truly excellent musical detail resolution
along with an impressive timbral accuracy that compares very favorably side-by-side with much pricier
headphones.

16

page 106

SENNHEISER

AKG

How would you describe perfection? Wrap your head

AKG Acoustics in Austria has brought their consiable
audio engineering skills into sharp focus on their
high-end dynamic headphone designs and produced

in a pair of Sennheiser HD800s and the first thing you
will notice is the extraordinary transient response. The
natural snap of the leading edge of pianos and drums
is beautifully coherent without being overly sharp;
within each xylophone strike one hears both the instantaneously loud bell-like tone and the metallic â&#x20AC;&#x2DC;tingâ&#x20AC;&#x2122;
as the mallet strikes the bar.

an astonishingly superb-sounding pair of cans in their
flagship K701 and K702 models. Getting it absolutely
right at this demanding level of reference-grade audio
performance is tough and the K701/K702 get pretty
darn near perfection.

01 02 03 04 05 06 07 08 09

project THE PAPER

SENNHEISER HD 800

AKG K 702 BLACK

DENON AH-D1001K
HEADPHONE TYPE:

Head Set

HEADPHONE TYPE:

Head Set

HEADPHONE TYPE:

Head Set

ACOUSTIC SEAL:

Semi-Sealed

CONNECTOR TYPE:

1/4

ACOUSTIC SEAL:

Semi-Sealed

DRIVER TYPE:

Dynamic

WEIGHT:

330g. w/o cable

DRIVER TYPE:

Dynamic

EAR COUPLER TYPE:

Full-Size

IMPEDANCE

1kHz: 300

EAR COUPLER TYPE:

Full-Size

COUPLER SIZE:

Large

THD+N:

0.02 %

COUPLER SIZE:

Large

CORD TYPE:

Straight Left-Side

DETACHABLE CABLE:

Yes

CORD TYPE: STRAIGHT

Left-Side

CORD LENGTH:

9.5ft

CORD LENGTH:

3 Meters

CORD LENGTH:

9.5ft

DETACHABLE CABLE:

Yes

CORD TYPE:

Straight Y

DETACHABLE CABLE:

Yes

IMPEDANCE @ 1KHZ:

62

COUPLER SIZE:

Large

IMPEDANCE:

62

CONNECTOR TYPE:

1/4

EAR COUPLER TYPE:

Full-Size

CONNECTOR TYPE:

1/4

WARRANTY:

2 years

DRIVER TYPE:

Dynamic

WARRANTY:

2 years

ACOUSTIC SEAL:

Open

WARRANTY:

2 years

1

2

3

4

5

COMPARE YOUR CHOICES

DENON AH-C751K
$105

GRADO SR 60I

BEYERDYNAMIC DT

KOSS PORTA PRO

AUDIO-TECHNICA

SHURE SE210

$79.00

$389

$49

$99

$149

section print

page 107

visual form

page 108

minh pham

project INSIGHT

section print

01 02 03 04 05 06 07 08 09

page 109

YOU MAY HAVE HEARD OF DUST MITES, BUT HAVE YOU EVER SE
visual form

minh pham

WHAT THEY LOOK LIKE? THESE NASTY LITTLE BUGS ONLY MEAS

ABOUT 1/100TH OF AN INCH IN LENGTH, BUT THEY FEED OFF OF
HUMAN DANDER. THEIR WASTE IS A LARGE CAUSE OF ALLERGY

ASTHMA, ESPECIALLY IN CHILDREN. WE DON’T KNOW ANY PAREN

WHO WOULD WANT THEIR KIDS EXPOSED TO THESE CREATURES

OTHER SMALL BUGS THAT CAN HIDE IN THE FIBERS OF CARPETS

MAKE NO MISTAKE THAT IF YOU ARE NOT VACUUMING YOUR HOM

LEAST ONCE PER WEEK, YOUR CARPETS ARE LIKELY INHABITED

THE UGLY BUG IN THIS PICTURE. ALL IS NOT LOST THOUGH. AS L
AS YOU HAVE A FUNCTIONING UPRIGHT OR CANISTER VACUUM,

PREFERABLY ONE WITH A HIGH EFFICIENCY OR HEPA FILTER, YO
HAVE WHAT YOU NEED TO COMBAT THIS UGLY ALLERGEN.

THRIVE IN YOUR HOME

page 110

EEN

SURE

project INSIGHT

01 02 03 04 05 06 07 08 09

F
AND

NT

S OR

S.

ME AT

D BY

LONG

OU

section print

page 111

visual form

page 112

minh pham

project INSIGHT

section print

01 02 03 04 05 06 07 08 09

page 113

visual form

page 114

minh pham

project INSIGHT

section print

01 02 03 04 05 06 07 08 09

page 115

visual form

page 116

minh pham

project INSIGHT

section print

01 02 03 04 05 06 07 08 09

page 117

visual form

page 118

minh pham

01 02 03 04 05 06 07 08 09

project OFENA

08

The experiences we choose to focus on are a way
of rationalizing, understanding and illustrating the
difference between seeing, knowing and telling.
This can be one approach to visual problem-solving.

section PACKAGING

page 119

visual form

minh pham

08/

Olive oil is rich in antioxidants, especially vitamin E,
and minimize cancer risk. Among plant oils, olive oil
is the highest in monounsaturated fat, and it doesnâ&#x20AC;&#x2122;t
oxidize in our bodies.

oil/

page 120

01 02 03 04 05 06 07 08 09

project OFENA

objective

To create a line of olive oil products that are not well known to
people or outdated. The project includes 7 products from this
brand. The goal was to enhance its image and to look at how the
brand represents itself among other olive oil brands. I chose
Ofena because it has a lot of potential to be the brand of quality
that would attract consumers from around the world.

solution

My inspiration behind the making of Ofena brand is from the
unique temperature of the natural vineyards of L’Aquila, Abruzzo,
Italy. Since this area has a micro-climate and is known for as the
“Abruzzo oven,” I decided to focus on its warm temperature and
the earthiness of the vineyards. The colors I that chose evoke the
warthm and rustic charms of the region.

The key to becoming better observers of the world,
through words and images, is to work with our
senses to remember the impressions we experience
and absorb. We rely on our senses for our survival.

section identity

page 131

visual form

minh pham

09/

Branding is the process of using a word or an image
to identify a company or its products. Also, it is what
separates the competitors and helps the consumers
remember a product. It is a promise of trust.

brand/

page 132

01 02 03 04 05 06 07 08 09

project branding

objective

To create variety of brands that promote the companies and their
unique products. The goal in making these brands was to boost
their sales in the market or enhance their look and feel to stand
out among their competitors.

solution

These marks stand for their quality and trust of the companies.
I think that when a good brand can sell and attract consumers
on an emotional level, the company is a successful one. A great
brand is one that last for many years and is memorable. I chose
to create these brands through hearing and observing peopleâ&#x20AC;&#x2122;s
likes and dislikes of many specific things that they have been
using in their daily lives.

project

BRANDING

class

selected

instructor

combined

audience

public

typeface

variety

adjectives

MEMORABLE, BOLD

section identity

page 133

visual form

minh pham

CRAYOLA

CRAYOLA

page 134

01 02 03 04 05 06 07 08 09

project branding

CRAYOLA

CRAYOLA

section identity

page 135

visual form

minh pham

McLellan Botanicals
McLelland Botanicals

page 136

project branding

01 02 03 04 05 06 07 08 09

McLellan Botanicals
McLelland Botanicals

section identity

page 137

visual form

minh pham

step
step

page 138

up
where kids meet culture

up
where kids meet culture

01 02 03 04 05 06 07 08 09

project branding

step
step

section identity

up
where kids meet culture

up
where kids meet culture

page 139

visual form

minh pham

nn
SweeT
n
TreaTs
n

nn
SweeT
n
TreaTs
n

page 140

01 02 03 04 05 06 07 08 09

project branding

nn
SweeT
n
TreaTs
n

nn
SweeT
n
TreaTs
n

section identity

page 141

FECT CA
TC
PER
E
H

H

ERFECT CA
EP

T

minh pham

H
TC

TH

visual form

1897

ERFECT CA
EP

FECT CA
TC
PER
E
H

H

1897

T

H
TC

TH

1897

1897

page 142

01 02 03 04 05 06 07 08 09

T

ERFECT CAT
P
C
HE

H

ERFECT CA
EP

H
TC

TH

project branding

1897

ERFECT CA
EP

FECT CA
TC
PER
E
H

H

1897

T

H
TC

TH

1897

1897

section identity

page 143

visual form

minh pham

HOME DEPOT
BUILDING YOUR WORLD

HOME DEPOT
BUILDING YOUR WORLD

page 144

project branding

01 02 03 04 05 06 07 08 09

HOME DEPOT
BUILDING YOUR WORLD

HOME DEPOT
BUILDING YOUR WORLD

section identity

page 145

visual form

SURIN
ELEPH NT

ROUND UP
SURIN
ELEPH NT

ROUND UP

page 146

minh pham

01 02 03 04 05 06 07 08 09

project branding

SURIN
ELEPH NT

ROUND UP
SURIN
ELEPH NT

ROUND UP

section identity

page 147

designer

Minh Pham

portfolio

Visual form

phone

408.455.2134

email

mminh@live.com

website

minhphamvisual.com

school

Academy of Art University

address

79 New Montgomery, San Francisco, CA

class

Portfolio Seminar

instructor

Mary Scott

bindery

The Key Bindery

location

Oakland, CA

technique

Exposed sewing

text stock

Cougar

printer

Graphic Imagery

typeface

Clarendon

software

Adobe Suite 6

printer

Epson 1400

camera

Canon Digital Rebel XS EOS

photograph

Minh Pham

copyright ÂŠ 2013 all rights reserved.
no part of this publication may be reproduced, stored in
a retrieval system or transmitted, in any form or by any
means, without the written permission of Minh Pham.

thanks to

Mom, Dad, Trang, Mia, Dom, Annie, Nam, Tibeo, Mai, Apo, Bora,
and Sammi. Instructors: Mary Scott, Ariel Grey, and Thomas
McNulty. I would not succeed in school today if it werenâ&#x20AC;&#x2122;t for you
guys. Thank you for all of your support and being there for me
when I really needed you.